The John Lewis Christmas advert is something many of us have come to look forward to in recent years.

But this year, some viewers were left disappointed with "Excitable Edgar", the story of a dragon who lets the excitement of Christmas get the better of him.

As reported by Cambridgeshire Live, one young girl was left "distraught" by the festive advert, leaving the retailer forced to apologise.

Edgar's unfortunate habit burns down the village Christmas tree

The girls mother tweeted John Lewis: "Absolutely love Edgar. Unfortunately my 2 year old is distraught that Edgar melted Olaf" referring to the snowman from the popular Disney film Frozen.

The retailer was apologetic in their response, saying: “Oh no, Emma! Sorry to hear that your little one was unhappy with Edgar, he was only trying to have Olaf.

“I'll have a word with Edgar; I hope he changes his ways, or Elsa he will be sent to the naughty corner!”

Another distraught viewer branded the ad as being 'too sad', saying: "The happy ending doesn't make up for the rest of it being so sad. Poor Edgar."

So excited about Christmas, Edgar accidentally melts a snowman

"Why have I started crying over a dragon called Edgar," asked somebody else.

A third added: "It’s 9:40 in the morning and John Lewis has had me ugly crying."

Others have been left 'disappointed' by the advert, with one saying the ad was 'clearly aimed at selling lots of Edgar toys' and a 'tired format'.

One angry viewer said: "I feel like the advert is past its prime. The last couple of years have featured pointless characters they can turn into plush and flog for ££ over the next five weeks rather than being full of joy and love like they were."